And the same was true for those in the itunes music ecosystem back in the day when music files where DRM'd. So why did the music industry move away from DRM? Because the industry came to the realization that DRM is part of what locked people into the itunes system and Apple had become an 800 pound gorilla dictating terms to them. To break that the industry sanctioned mp3 format files without DRM. There's a parallel with the book industry and the Kindle ecosystem. The question is, is the publishing industry smart enough to realize it?